How B2B PMs Can Go Beyond Features

5 Ways to Escape from the Feature Factory Circus

Being a PM is hard. Being a B2B PM is even harder!

Here’s why:

• Sales will promise features without telling you
• Customers will tell you what they want, which often doesn’t mean users need it
• Most people define success as delivering promised features on time
• Measuring results is complex, as you probably lack substantial evidence

Let me give you a few approaches to overcoming the everyday challenges of being a B2B PM.

The Challenges of B2B PMs

Why is it so hard being a B2B PM?

If I had to describe it in one word, it would be ambiguity. No company operates the same way. If you try building a product that fits everyone, it will not fit anyone.

Another challenge is that those paying for the product aren’t often users. The decision-makers may be far from users, yet they call the shots. Unlike B2C, the customer and the user are the same. In B2B, you need to convince those paying while delivering a solution that meets the user’s needs.

When it comes to feedback, oh, my friend, get ready to navigate through confusion…